Using conversation as a tool in content marketing can be impactful in telling your company’s stories and achieving your sales goals. Since your team members are knowledgeable about your services, invite them to participate in conversational marketing initiatives. Employee conversations via podcasts or webinars provide a straightforward way for customers to get to know your company and understand what sets you apart.
Choose your speakers wisely
The first step in using conversations as part of your content marketing strategy is identifying thought leaders and subject matter experts on your team. Experience and credentials are essential when selecting speakers but include team members with a passion for the subject matter. If your speaker is not interested in the subject, there likely will be a disconnect with your audience.
Invite external guests for conversations
The next step is to consider who you can invite to be guest participants in these conversations. We recommend finding guests who are not a part of your company but can offer a unique view of your topic. A simple way to recruit external guests is by reaching out to your partners and customers. Both are ideal participants as they have a first-hand experience with your company and product, plus they may use your conversational content in their marketing effort.
Plan the conversation
To ensure the discussion goes smoothly, it’s a good idea to plan the speaker’s talking points. Talking points can vary based on your selected topic but always make sure to introduce the problem first, then detail how your product or service can be the perfect solution. Avoid being too ‘sales-focused’ and stick to how your solution fits your industry. Talking about the broad picture of the problem and the solution helps the conversation appeal to a wider audience. Remember to run your talking points by your speaker ahead of time, so everyone is on the same page.
Maximize your reach
One conversation can be used in multiple ways. For example, use a recorded webinar to create video content, blog posts, and a podcast episode. A lot of work goes into creating high-quality content, so why not use it in as many ways as possible? Don’t be afraid to repurpose your content for maximum reach.